Insight Platforms have published an article written by FlexMR's Content Manager, Emily James, all about the Cutomer Gap and how Customer Salience can close it.

Fittingly entitled, Closing the Customer Gap with Customer Salience, Emily uses two examples of trending controversies to set the scene and describe how the Customer Gap is still in effect today:

1. Smart Meters

While energy companies continue to preach the importance of smart meters in commercial and domestic establishments, there have been some significant issues emerging on how smart meters operate and this is causing operational and satisfaction issues for certain customer segments.

The differences in technology used in the South of Britain to the North of Britain affect the way smart meters work, with smart meters in the South, Midlands and Wales using cellular technology to send data to energy providers while smart meters in North England and Scotland relying on less reliable long-range radio frequencies. This leaves the latter customer segment still having to send in manual readings and receive estimate bills, all of which contradicts the point of having a smart meter.

2. Jaguar Rebrand

The drastic transformation from the once iconic sophisticated Jaguar branding to the new brand defined by diversity, “fearless creativity”, modernism and exuberance, has not hit as well with consumers and industry professionals as Jaguar anticipated. Jaguar’s Managing Director Rawdon Glover released a statement after the backlash, condemning the “vile hatred and intolerance” online and defending the brand’s move as a way to stick out amongst the crowd and avoid drowning out in the automotive competitive landscape. Jaguar might take this exercise as an opportunity to learn and grow with a new, more targeted Customer Salience strategy.

The Aid of Customer Salience

In the face of controversy, brands typically have two options: double down or take it back. No matter what they do, the one thing these examples have in common is a need to close the Customer Gap.

Read the full article to learn more.

About Insight Platforms

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